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Southview Orchard: Move to farmers' markets pays off

John and Frieda de Kleuver grow peaches and nectarines at Hogarth Range on the North Coast. They are reaping the benefits of selling direct to customers rather than accepting a lower price from supermarkets. The Casino region is best known for its beef, but the De Kleuvers are putting their peaches on the map.

The couple has pivoted from trucking produce to supermarkets to selling fruit at several local farmers' markets.

"We're charging $8 a kilo for the large, $6 for the small and medium and we're a little bit better value than the supermarket," Mr de Kleuver said. "Early in the season we'd be getting the same sort of money, but within one or two weeks it goes down to $2.50 a kilo, it hurts."

In addition to the greater return, the De Kleuvers say they love selling at the markets and interacting with customers. "It does make our day when the customers are happy, they're enjoying the peaches, it puts a smile on our face," Ms de Kleuver said.


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